THE GATORADE MADDEN EXPERIENCE by OMD New York for Gatorade

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THE GATORADE MADDEN EXPERIENCE

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released August 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: GATORADE
Product/Service: G SERIES
Date of First Appearance: Aug 10 2010
Entrant Company: OMD, New York, USA
Entry URL: http://www.facebook.com/easportsmaddennfl
Director, Ignition Factory Gaming: Dario Raciti (OMD)
Associate Director, Ignition Factory Gaming: Ryan Peterson (OMD)
Group Director of Strategy, Digital: Pranav Pandit (OMD)
Associate Director of Digital: Brad Souva (OMD)
Media placement: Videogame - Madden Videogame Integration, EA Sports - 1 August 2010
Media placement: Social Media - Madden Facebook Page, Gatorade And EA Twitter Pages - 1 August 2010

Insights, Strategy & the Idea
The sports drink category faced stiff competition from new players; GATORADE needed to evolve and reinforce its core competency of excellence in sports hydration and performance to remain competitive. The videogame Madden 11 offered the ideal opportunity to make the newly launched “G SERIES” of Gatorade products relevant for millions of Millennial sports fans who primarily engage with the NFL via playing videogames as opposed to watching games on TV.

Key insights led to “Madden”:

-- Sports gamers are active: 60% of sports gamers have exercised or played a sport in the past week vs. 44% of general sports fans.

-- Over 84% of Madden players consider themselves athletic.

-- 50% say they work out 4+ hrs a week (Nielsen 2010).

The football videogame environment allowed us to showcase the G SERIES in its natural environment while bringing something new and exciting to the game play of Madden.

Creative Execution
GATORADE’s goal was to bring something unique to the Madden experience and looked at iconic moments “on the field" for inspiration. G Series sought to own both positive moments of achievement in-game and mirror the NFL sidelines experience via vignettes of players using branded towels, cups, coolers and squeeze bottles.

Not one to sit on sidelines, GATORADE evolved game play by creating a new hidden game feature tied to the iconic GATORADE dunk. Players were challenged to enter the secret G Code after a win to trigger the iconic GATORADE Cooler Dunk vignette on their coach. Allowing the player to perform the Dunk tied G SERIES to that positive feeling of victory with a classic GATORADE flourish they always see on TV, but never able to do themselves.

The G Code was seeded thru social media, allowing the fans to discover the combo on their own and take it to their friends.

Results and Effectiveness
GATORADE was the first to use telemetry to measure exposure of static in-game elements, offering invaluable insight into how often branded elements were seen and performed. A Nielsen brand study also measured impact. The results show some staggering statistics:

In two months:

- 4.3 million unique players were exposed to GATORADE with 161+ million views.

- 4.8 million GATORADE Dunks performed.

Nielsen brand study revealed:

-15% increase in rating the brand excellent.

-38% lift in recommendation, 45% in purchase intent.

-Those exposed to the GATORADE Dunk: 38% top box rating of the brand and 27% increase in purchase intent.